“This is an essential read for those of us tasked with connecting and engaging with the elusive 'I want it right now' generation. Anyone interested in not sucking at their jobs should pick this book up immediately!"

"The Dark Knight Rises" is just getting into production and won't hit theaters until July 20, 2012. But the viral campaign is already here.

First up: An elaborate social media effort that has gone a little something like this:

• Official site launched with nothing but a black screen and a cryptic audio file.

• When deciphered (by using an audio production app, as shown in the YouTube video from Paul Hastings, above), the file points to a Twitter account called @TheFireRises.

• In turn, that site links to another site with an encrypted photo that prompts people to Tweet using the hashtag #TheFireRises - which had to be done in order for the full photo to be "decrypted." Once enough tweets were in, the image of Tom Hardy as the villian known as Bane was finally revealed.

What's extra cool (I actually think it might just be an effect): It appears to be made up of the profile images of those who tweeted to the hashtag. Check it out for yourself, here.

Still, for all its cleverness, some are wondering if a viral effort this early in the game might actually backfire.

But this seems to have been targeted to Bat Brains, Beeps or whatever you want to call serious Batman fanboys.

So while the movie won't get into mainstream consciousness until next spring/summer, this kind of thing goes a long way to keep the base buzzing. It may not fuel too much fandemonium, but it won't hurt, either.

What's your opinion - too much, too soon? Or tune in soon for more - same Bat Time, same Bat Channel?

“This is an essential read for those of us tasked with connecting and engaging with the elusive 'I want it right now' generation. Anyone interested in not sucking at their jobs should pick this book up immediately!"

From the sure-to-go-viral dept: John Watkinson, co-founder of mobile development shop Larva Labs develops an app called Androidify - which creates personalized avatars in the vein of the Android icon - and then mixes it with Kinect.

Something very fun - and a little disturbing - ensues.

Bottom line: Super cool - just think of what advertisers can do with it.

“This is an essential read for those of us tasked with connecting and engaging with the elusive 'I want it right now' generation. Anyone interested in not sucking at their jobs should pick this book up immediately!"

The announcements on new mobile marketing solutions have been flying fast and furious over the last several weeks, from mobile commerce capabilities through Digby to QR code solutions and even location-based advertising.

I went to Rob Russell, head of mobile marketing for AT&T, to get the scoop on the company's game plan.

Along the way, I ask about what the company views as its value proposition in terms of differentiators - and why brands and ad agencies should be so trusting when consumer perceptions of the company's capabilities aren't always quite so promising.

“This is an essential read for those of us tasked with connecting and engaging with the elusive 'I want it right now' generation. Anyone interested in not sucking at their jobs should pick this book up immediately!"

Expanding on its mobile web and SMS/MMS messaging services, the company is launching a smart phone app development service that includes Express Apps to inexpensively convert mobile websites to native applications, and Enhanced Apps that offer the same easy conversion plus options that leverage native smart phone capabilities such as accelerometer, camera, geo-location, fast media playback, content stored locally on the phone and more.

Custom app design and development is also available for companies needing a more “created from scratch” solution for original brand/content environments. Smartphone apps are available on six mobile platforms including Apple’s iOS, Google’s Android, RIM (Blackberry), WinPhone, Palm (WebOS) and Symbian.

And rounding out the new offering: new HTML5 development services that enable mobile sites with many of the capabilities that until now have been reserved to smart phone apps.

“This is an essential read for those of us tasked with connecting and engaging with the elusive 'I want it right now' generation. Anyone interested in not sucking at their jobs should pick this book up immediately!"

“This is an essential read for those of us tasked with connecting and engaging with the elusive 'I want it right now' generation. Anyone interested in not sucking at their jobs should pick this book up immediately!"

(SPONSORED) You don't want to miss this video from ad:tech SF 2011: Social Media: The Future of Online Promotions.

Among the highlights: Tony Francis, head of mobile strategy for Coca-Cola, and Dorrian Porter, CEO of Mozes, in a segment titled "The Future of Online Promotions: Using Social + Mobile + Coupons to Drive Engagement."

In focus: A case study of how Mozes and Coca-Cola used mobile to engage attendees at the Coke Essence Festival, through special events, giveaways and more. As you'll see, 15%-20% response rates aren't uncommon - nor is brand enthusiasm.

What's key here is that the world "location" can also be added into the equation, as the examples given here emphasize the power of mobile as a response mechanism for offers displayed in other media, and at live events.

The secret to success: Capitalizing on the three "p's": People, passion and place. As you'll see, the impact makes physical world coupons handed out by street teams obsolete. And more importantly, it gives Coca-Cola the chance to become a part of attendees lives long after the live event is over. A sign of things to come.

Sonic Burger's been laying on the extra cheese lately, as evidenced by this recent spot.

But here's a promotion superfans might just relish.

in what may be the first effort for Sonic since Goodby, Silverstein & Partners won the business in February, a new Sonic microsite and Facebook page enable you to whip up your own Sonic commercial made from a wide and comically random selection of clips (as well as a webcam image of yourself, if you like) for the chance to win a trip to LA to film a real spot. The rules of engagement are simple: The video with the most views wins.

In my new book, THE ON-DEMAND BRAND, I call this accentuating the P.O.S.itive - meaning the effort is Personalizable, Ownable and Shareable through social media.

Best of all, while it has the aura of user generated content, it's well-moderated and is more user-influenced than created from scratch.

Overall, a nice way for the brand to enable fans to have a little fun - without flame broiling the entire brand in the process.

“This is an essential read for those of us tasked with connecting and engaging with the elusive 'I want it right now' generation. Anyone interested in not sucking at their jobs should pick this book up immediately!"